Posted by Robbie McLachlan – Developer Marketing
In our latest #WeArePlay film, which celebrates the people behind apps and games, we meet Bruce – a co-founder of Memory Lane Games. His company turns cherished memories into simple, engaging quizzes for people with different types of dementia. Discover how Memory Lane Games blends nostalgia and technology to spark conversations and emotional connections.
What inspired the idea behind Memory Lane Games?
The idea for Memory Lane Games came about one day at the pub when Peter was telling me how his mum, even with vascular dementia, lights up when she looks at old family photos. It got me thinking about my own mum, who treasures old photos just as much. The idea hit us – why not turn those memories into games? We wanted to help people reconnect with their past and create moments where conversations could flow naturally.
Can you tell us of a memorable moment in the journey when you realized how powerful the game was?
We knew we were onto something meaningful when a caregiver in a memory cafe told us about a man who was pretty much non-verbal but would enjoy playing. He started humming along to one of our music trivia games, then suddenly said, “Roy Orbison is a way better singer than Elvis, but Elvis had a better manager.” The caregiver was in tears—it was the first complete sentence he’d spoken in months. Moments like these remind us why we’re doing this—it’s not just about games; it’s about unlocking moments of connection and joy that dementia often takes away.
One of the key features is having errorless fun with the games, why was that so important?
We strive for frustration-free design. With our games, there are no wrong answers—just gentle prompts to trigger memories and spark conversations about topics they are interested in. It’s not about winning or losing; it’s about rekindling connections and creating moments of happiness without any pressure or frustration. Dementia can make day-to-day tasks challenging, and the last thing anyone needs is a game that highlights what they might not remember or get right. Caregivers also like being able to redirect attention back to something familiar and fun when behaviour gets more challenging.
How has Google Play helped your journey?
What’s been amazing is how Google Play has connected us with an incredibly active and engaged global community without any major marketing efforts on our part.
For instance, we got our first big traction in places like the Philippines and India—places we hadn’t specifically targeted. Yet here we are, with thousands of downloads in more than 100 countries. That reach wouldn’t have been possible without Google Play.
What is next for Memory Lane Game?
We’re really excited about how we can use AI to take Memory Lane Games to the next level. Our goal is to use generative AI, like Google’s Gemini, to create more personalized and localized game content. For example, instead of just focusing on general memories, we want to tailor the game to a specific village the player came from, or a TV show they used to watch, or even local landmarks from their family’s hometown. AI will help us offer games that are deeply personal. Plus, with the power of AI, we can create games in multiple languages, tapping into new regions like Japan, Nigeria or Mexico.
Discover other inspiring app and game founders featured in #WeArePlay.
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